In this episode of Multifamily Unpacked Tyler interviews Marcie Williams on her journey from leasing agent, to CEO of RKW Residential. Marcie’s experience at Camden Property Trust and Greystar helped prepare her to grow RKW Residential from the initial launch to an NMCH Top 50 manager in under 10 years. Listen to learn more wherever you get your podcasts.

About Marcie Williams, CEO, RKW Residential:
Marcie Williams is the CEO of RKW Residential overseeing of all aspects of property management operations, new business development and strategy. She has more than 25 years of multifamily experience spanning owner/manager REITs, third-party management and start-up companies. Marcie has a track record of success at companies including Greystar, Camden Property Trust, Summit Properties and GID/Windsor.

Immediately prior to joining RKW Residential she served as Senior Director of Real Estate at Greystar, where she was responsible for management operations and new business development for more than 20,000 units across the Southeast.

Marcie holds several professional designations including Certified Apartment Portfolio Supervisor (CAPS) and Certified Property Manager (CPM®). She has been a prolific contributor to the Greater Charlotte Apartment Association (GCAA) for which she served on the Board of Directors and acted as Board President. She was a founding member of the GCAA’s Education Foundation and served on the GCAA’s Education Advisory Council. She is the recipient of several industry awards from GCAA, including Volunteer of the Year, Instructor of the Year and The Lex Marsh Award (Lifetime Achievement). In 2021, Marcie was inducted into the AANC Hall of Fame.

Marcie has been honored with a Women in Business Award (2019) and recognized as a Most Admired CEO in both 2020 and 2021 by the Charlotte Business Journal. She was also recognized as a Multifamily Influencer by Globe St.

Marcie is a member of IREM and ULI and serves on the Membership committee for NMHC. She has a Bachelor of Arts degree from the University of North Carolina at Chapel Hill.

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Today on the report we cover:

— Reactions to VP Harris’ major policy speech from Friday and what it means for multifamily and millions of renters

— San Francisco bans revenue management

— EliseAI new round of funding

— Jay Parsons REIT earnings calls

— Two acquisition stories: Blackstone sold nearly $1 billion apartment portfolio to Equity Residential + Denver Apartment Deal Is Just Part of RMR Group’s $3 Billion Acquisition Plans

— New development strategies in California: Greystar’s mega community + Costco's new bid into the multifamily space

— Forum registrations will open early

Join the Forum registration waitlist: https://meet.funnelleasing.com/forum-2025

To stay up-to-date follow Funnel on Linkedin and connect with Tyler there, too.

This past Forum's panels were packed with insights from some of multifamily's brightest leaders who have started moving to the new operating model in order to create a better customer and team experience.

In this highlights reel podcast, you'll hear how the new operating model influences how the following leaders think about the customer experience.

– Noah Echols, VP of Customer Experience, The RMR Group

– Susan Goff, VP of Property Marketing, Lantower Residential

– Brandon Gaeta, Director of Operations, Morgan Properties

– Laurel Zacher, VP of Marketing + Customer Engagement, Security Properties

If you want a chance to learn directly from the leaders shaping the future of multifamily, join the registration waitlist.

https://meet.funnelleasing.com/forum-2025

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In this edition of The Report we’ll cover:

— Bilt rewards + their partnership with Wells Fargo

— RealPage’s statement on revenue management

— Centralization and its influence on staffing turnover

— Rent growth, concerns over interest rates, and housing affordability

As a bonus, we’ve included audio from our recent webinar with Ben Steward CRO, and co-founder of Revyse, on key takeaways from Apartmentalize.

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Greystar’s Sr. Managing Director of Brand and Customer Experience, Scott Berka discusses branding the “first place” people call home. Scott shares the strategy behind some of Greystar’s unique brands, as well as how they’ve approached customer experience with those brands.

Tune in for a deep dive into the future of multifamily housing and what it means to build a brand renters trust.

About Scott:
Scott Berka is a Senior Managing Director and leads Brand and Customer Experience for Greystar. Scott is responsible for setting the consumer and property brand strategy for Greystar and our global portfolio of brands. He also provides strategic oversight for innovation and continuous improvements to our customer experience, all in partnership with operations and technology teams. In addition, he oversees Greystar's consumer technology product strategy, including Greystar’s consumer website, resident app, and other supporting technologies. Scott is also a member of the Greystar Executive Committee.

Before joining Greystar in 2019, Scott was an Associate Partner and a leader in the Marketing and Customer Experience Practice at McKinsey & Company. While there, he advised Fortune 500 clients in the financial services and retail sectors to improve their marketing and customer experience capabilities. Prior to that, he worked in advertising to lead branding and marketing strategy across a variety of companies and sectors.

Scott is an active member of the National Apartment Association.

About Greystar:
Greystar is a leading, fully integrated global real estate company offering expertise in property management, investment management, development, and construction services in institutional-quality rental housing, logistics, and life sciences sectors. Headquartered in Charleston, South Carolina, Greystar manages and operates more than $300 billion of real estate in 249 markets globally with offices throughout North America, Europe, South America, and the Asia-Pacific region. Greystar is the largest operator of apartments in the United States, manages more than 893,600 units/beds globally, and has a robust institutional investment management platform comprised of more than $78 billion of assets under management, including over $35 billion of development assets. Greystar was founded by Bob Faith in 1993 to become a provider of world-class service in the rental residential real estate business. To learn more, visit www.greystar.com.

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In this edition of the report we cover:

• The biggest party at Apartmentalize
• WeWork bankruptcy exit news
• Renters are staying put longer 16% of renters stay 10+ years
• Branded condos in Miami + the importance of branding residential buildings
• Centralization misinformation — buyer beware and great questions to ask at Apartmetalize

Listen wherever you get your podcasts.

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Bridging numbers and people through data

Johnny Hanna, CRO at Funnel, sat down with Donald Davidoff, CEO, or REBA (Real Estate Business Analytics. Davidoff is an industry veteran, and brought revenue management to multifamily.

Key highlights include:
- Merging mathematical precision with human insight in pricing strategies.
- The role of "purple people" in bridging technical and business roles.
- Ensuring innovation and investment during economic downturns.
- Real-world stories illustrating the vital connection between headquarters and field operations.
- Tips for business-led technology projects and effective change management.

Discover how data and empathy can drive smarter decision-making and sustainable success in real estate. Whether you're a numbers person, a people person, or both, this episode offers valuable lessons on making analytics work for you.

About Real Estate Business Analytics (REBA)
Real Estate Business Analytics is on a mission to change the way the multifamily industry uses data. REBA helps multifamily leaders ask insightful questions about their business by giving them access to all their data in one central location. We do this by offering a suite of business intelligence, budget and pricing and revenue management solutions that gather data & deliver insights so you can unlock your aha moments and make better decisions, faster. With REBA, you can eliminate Excel hell, bad data, legacy systems, and analysis paralysis with tools built by multifamily for multifamily.


About Donald Davidoff:
Donald is known as a thought leader in the rental housing industry, particularly in places where technology and people meet. Perhaps best known for leading the development and implementation of Lease Rent OptionsTM (LRO), the industry’s first automated demand forecasting and price optimization system, he is equally accomplished in the areas of sales performance improvement, digital marketing and marketing analytics, and business intelligence. Donald is highly sought for “C suite” consulting on technology and operational issues that drive significant ROI, and by technology vendors for product design and “go to market” strategies. A former Senior Vice President with 10 years at Archstone, and a former Executive Vice President with Holiday Retirement, Donald works with clients to assess their operational and technology platforms and implement complex, highly impactful projects.

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Listen to a candid fireside chat between Jesse Stein, Airbnb’s Global Head of Real Estate, and Scott Berka, Sr. Managing Director of Brand and Customer Experience at Greystar, recorded live at the Forum. In this conversation, Jesse and Scott discuss the evolving landscape of rental accommodation, exploring topics such as Airbnb's innovative approach with Airbnb-friendly apartments and Greystar's introduction of the Ltd. brand. From the blurring lines between short-term and long-term renters to strategies for enhancing customer experiences and navigating industry challenges, this is a must-listen for anyone in multifamily.

Listen wherever you get your podcasts.

To stay up-to-date follow Funnel on Linkedin and connect with Tyler there, too.